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Keywords: Buyer behaviour
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Journal Articles
Evaluating consumer response associated with sponsorship of major sporting events in Australia
Available to Purchase
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2014) 4 (1): 52–70.
Published: 04 March 2014
... attributable to a sponsor is positively associated with the post-event response, i.e. Goodwill → Post-event response. Property Purchase intention Buyer behaviour Sponsorship Image transfer Sponsorship has become an integral component of the modern marketing milieu (Bennett, 1998 ; Meenaghan...
